When responding to an RFP, we are subjected to a number of rules. Often, one of these rules limits our research gathering activities and insists that we rely solely upon the information provided in the specs. We addressed a different aspect of our strategy in a previous Tip (June 2008, A Rule to Ignore), where we encouraged you to immediately seek some coaching and input.

We want to reiterate that advice, from a different point of view.

The concern here is that the information included in the bid spec isn't enough. Typically, the specs often lack context and information about the strategic and tactical direction of the organization. By the time we see the specs, the prospect has decided what products or services they need. If we lack the context of their decision, our ability to position our value and differentiate ourselves will be limited.

As an example, a client of ours was invited to participate in an RFP to help a prospect select a long distance provider. The bid spec focused on calling patterns and prices per minute, but not on the strategic direction and the real reason that a change was being made. On the surface, it seemed that the primary factor was the need to drive down the price per minute of long distance services. With a little research, our client was able to learn that one of the driving forces for change was a need for a future call center application. Armed with that knowledge, they were able to differentiate themselves on their ability to create a long term platform that would lay the groundwork for a successful call center application while meeting current long distance needs. They were the only competitor who took this approach, and they won the deal despite having a relatively high price on long distance services.

This is just one of many examples where the information we're given may not be enough. Don't trust the bid specs - get out and do some research that can enable you to truly position your value.